The Effect of Price Perception and Celebrity Endorsement on Purchase Intentions via E-WOM, with E-WOM as a Mediating Variable, for the Somethinc Brand
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The rapid growth of e-commerce and digital marketing has increased the importance of price perception, celebrity endorsement, and electronic word-of-mouth (e-WOM) in shaping consumers' purchase intentions for skincare products. This study aimed to examine the effects of price perception and celebrity endorsement on purchase intention for Somethinc skincare products on Shopee, with e-WOM as a mediating variable. The study employed a quantitative explanatory research design using partial least squares structural equation modeling (PLS-SEM). Data were collected through an online questionnaire administered to 160 Somethinc consumers residing in Jakarta who had purchased or used Somethinc products through Shopee. The results showed that price perception had a positive and statistically significant effect on e-WOM (? = 0.593; p < 0.05), while celebrity endorsement also had a positive and statistically significant effect on e-WOM (? = 0.362; p < 0.05). Furthermore, e-WOM had a positive and statistically significant effect on purchase intention (? = 0.305; p < 0.05). Price perception (? = 0.430; p < 0.05) and celebrity endorsement (? = 0.520; p < 0.05) also had positive and statistically significant direct effects on purchase intention. In addition, e-WOM significantly mediated the relationships between price perception and purchase intention (? = 0.181; p < 0.05) and between celebrity endorsement and purchase intention (? = 0.110; p < 0.05). These findings indicate that e-WOM functions as an important mediating mechanism linking price perception and celebrity endorsement with consumers' purchase intentions in the digital skincare market.
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